This post is Part 1 of our How To Pop Up Series.
Check out the full series below:
Part 1 – What is a popup store?
Part 2 – 4 reasons why you should consider a popup store
Part 3 – How to find the right space for your popup store
Part 4 – What budget do I need for a popup store?
Part 5 – How to find complementary brands for a popup collaboration
Part 6 – How to promote your popup store
Part 7 – How to create a memorable popup launch event
Part 8 – How to turn popup visitors into loyal customers
Pop up to make an impression
What makes you remember the famous golden arches of McDonald’s, pay a small fortune for a MacBook, or choose Uber over one of its competitors?
The answer is simple: Experience.
It’s not so much the number of big billboards, tv ads, social media posts or emails (although those do play a part). Ultimately, it’s about how a brand makes you feel.
Particularly if you don’t have a retail store, there’s little more than a screen between you and your customers. Even though there’s tons of tools and tricks to create a personal experience for customers online, genuine face-to-face interaction can be hard to beat. This is where popup stores come in.
What does a popup store look like?
A popup store is essentially a temporary retail store that allows customers to experience the look and feel of your products, your brand and the people in your business. The location can range from a literal popup in the middle of a shopping centre to a standalone bricks-and-mortar store.
Small businesses often collaborate with complimentary brands (e.g. a clothing brand with an accessory brand) to share costs and create a better experience for the customer.
Popup stores are a great way to create some noise in the media, get in front of a new crowd and engage existing customers on a deeper level.
Because a popup store is for a limited time, you can get really creative and create a memorable customer experience that goes beyond showcasing your products (aka experiential marketing).
You’ve probably engaged with this form of marketing without even realising it. For example, remember the Magnum Pleasure store where you could DIY your chocolate and toppings, or the interactive corner of the Microsoft store with comfy bean bags and headphones? These were all designed to draw in a crowd, engage with customers and make sure they remember the business for the right reasons.
Curious to read more about how popups could help you? Next up are 4 reasons why a popup store could be great for your business.